Marketing Measurement Archives | Page 4 of 17

60% of Growth Comes From Beyond Marketing – Are You Factoring It In?

Marketers who focus only on media are missing the bigger picture. Marketing is a key growth driver — but it’s not the only one.

Why DIY MMM Rarely Makes a Splash

Building your own marketing mix model (MMM) can seem enticing, but in reality, it can be more than you've bargained for.

The Four Stages of the CFO – CMO Partnership: A Simple Tool to Assess and Strengthen Your Partnership

Strong collaboration between the finance and marketing chiefs has proven to noticeably elevate key business metrics—no surprise if you think about it. A Boston Consulting Group study found that tighter alignment between these two power players can accelerate revenue growth and unlock 20–40% more financial upside.

United in Growth: Transforming Shareholder Value Through CFO-CMO Collaboration

Learn how a collaborative CFO-CMO approach that aligns on ROI and common success metrics ultimately increases shareholder value.

Misleading and Misaligned

In the never-ending quest to prove the value of marketing, improve advertising performance, and simply do more with less, many marketers have embraced Multitouch Attribution (MTA)—a seemingly perfect tool to track every clickable moment on the customer journey. MTA is chock-full of benefits: countless dashboards provide granular reporting, real-time insights and instant credit assignment. It gives digital marketers the sense that they could pinpoint exactly which ads, placements, and even message sequences were driving conversions.

Why Smarter Marketing Leaders Bank on Commercial Decisioning

Marketing in 2025 demands more than gut instinct—it requires data-driven decisioning. Learn how top marketers use Commercial Intelligence.

Super Bowl Ads: A Touchdown or a Fumble?

Today’s media, economic and social landscape remain in flux. While the economy showed signs of resilience in 2024, inflationary pressures and shifting consumer behaviors are raising concerns about sustainable growth. At the same time, media spend is at an all-time high, with global advertising on track to top $1.1 trillion in 2025 (up from $1 trillion in 2024).

Tuning out the Noise: How to Identify the Best Measurement Solution

The rise of AI and open-source models has commoditized marketing measurement, but do they truly deliver—or just distract?

Adapting, Evolving, Thriving: An Exclusive Interview with Analytic Partners’ President and CEO

In her recent interview with Morketing, Analytic Partners’ President and CEO, Nancy Smith, discusses the state of marketing measurement.

The Gravitational Pull of Retail Media

To maximize opportunities in Retail Media Networks marketers need to measure performance through a clear lens.